Company: UNITEMP
Product: Work and Travel USA Program
Service: Landing Page + PPC 2.0
Goal:
Increase the number of program sign-ups through the UNITEMP website and improve the sales funnel.
Create a unique selling proposition (USP) for the program.
Process:
Stage 1:
Our specialists engaged in detailed discussions with the management and marketing department of UNITEMP. During these consultations, we identified the strengths and weaknesses in the service's presentation, suggested possible solutions, and highlighted the client’s pain points, which we then reflected in our strategy.
Alongside this, we conducted a competitive analysis to understand the offerings of other companies in the same niche.
Stage 2:
Following the consultations, our specialists developed a mockup for the landing page. This mockup included the page structure, the sequence of blocks with service information, text, and headers.
Stage 3:
After the client approved the mockup, it was handed over to the designer. A total of 40 hours was spent on visualizing the design and writing the task for the front-end developer. After making necessary revisions, the final result was achieved. The design incorporated various symbols of the USA.
In the first block, we immersed the user in the “American theme.” The central element of the page was a pair of glasses, inviting the user to view the USA through the “lens of the American Dream.” The strong headline "The Best Summer of Your Life" was used to intrigue and motivate the user to continue exploring the page.
Stage 4:
The second block contained an offer with a countdown timer for the promotional offer and a lead capture form. (Note: after sociological research and A/B testing in August 2015, we stopped using countdown timers as they were found to be less effective, though in some cases they are still useful.)
The third block provided a concise description of the program, aiming to evoke positive emotions.
The fourth block provided technical details to filter out users who did not meet the requirements, thus ensuring higher-quality incoming applications.
The fifth block described the advantages of the program, highlighted by eye-catching icons.
The sixth block included photos of students experiencing positive emotions during their time in the USA as part of the Work and Travel program. These emotional images, paired with the right colors, were designed to enhance the user's experience and boost conversions.
The seventh block detailed the available job vacancies, helping users immediately understand the real opportunities provided by the program. It also included a lead capture form.
The eighth block featured customer testimonials. We always ensure that these testimonials are genuine and from real clients.
The ninth block displayed a step-by-step infographic showing how to participate in the program.
The tenth block compared two options for employment: finding a job independently versus working with UNITEMP.
The eleventh block highlighted the company’s expertise and unique qualities that differentiate it from competitors.
The twelfth block, titled “What Competitors Don’t Tell You,” was designed to increase trust in UNITEMP by addressing common issues users might face and providing transparency.
The thirteenth to sixteenth blocks included FAQ sections, company information, details about our managers, and another lead capture form. These blocks logically concluded the landing page and answered potential questions from users.
Final Stage:
The mockup was handed over for development, which took 44 hours of coding. After that, the landing page was hosted and a PPC campaign was launched by the NETPEAK team as part of our combined Landing Page + PPC 2.0 service.
Result:
- Conversion rate: ~28%
- CTR: 9.90%